Customer service: Three Ways to Get at What Your Customers Really Want
By
Matt Griffin
and Catalog Success
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* Talk directly to your customers. Whether it’s done through phone interviews, exit surveys or focus groups, sometimes it’s necessary to get honest customer feedback, vonBechmann said. In focus groups or interviews, pay attention to what your customers say, as well as what they don’t say, she suggested. If a particular piece of your business didn’t come up in conversation as a pet peeve, it probably doesn’t need to change. She cautioned that focus group and exit survey results should always be viewed in context. If the answers or results seem too good to be true, it’s possible the questions were leading customers to give positive responses.
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- Places:
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- Philadelphia
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